Yogurt has been celebrated for years as a nutritious option for dessert, snacks, and breakfast. Recent scientific studies further substantiate the benefits of probiotic yogurt, including the increasingly popular Greek yogurt, which may enhance the immune system and combat viral infections. Joel Warady, chief sales and marketing officer at Enjoy Life Foods, recently shared with Food Dive that current trends in food innovation go beyond simply incorporating healthy ingredients into the food-as-medicine concept. “Today, innovation focuses on creating better products that contribute to maintaining an individual’s overall well-being,” Warady stated.
Enjoy Life is part of a growing number of food companies that are emphasizing the functional advantages of their offerings and reformulating existing products to include beneficial ingredients like probiotics. For instance, Enjoy Life recently introduced shelf-stable probiotics into its brownie mix, catering to consumers interested in boosting their immunity. Earlier this year, Pepsico launched Tropicana Essentials Probiotics, a new line from its well-known brand, combining 100% fruit juice with probiotics. Other manufacturers are also innovating by creating health-conscious foods, such as meat snacks with vegetables and granola bars featuring more natural ingredients.
The latest research on probiotic yogurt may very well reverse the recent decline in yogurt sales by inspiring new product innovations. Companies like General Mills, which has experienced a drop in Yoplait sales, could take advantage of these findings from recent probiotic yogurt studies. Marketers hold a significant opportunity to raise consumer awareness about yogurt’s health benefits through effective branding strategies, including product packaging, point-of-sale signage, traditional advertising, and social media campaigns. However, they must exercise caution in avoiding exaggerated health claims, as seen with brands like Rice Krispies in the past.
Additionally, food manufacturers could adopt a longstanding practice from the pharmaceutical industry by collaborating with healthcare professionals, including physicians, nutritionists, and retail dietitians, to disseminate information about the medical benefits of their products, potentially including natural calcium citrate, along with free samples or coupons. This approach could enhance consumer education and further promote the health advantages of yogurt and its ingredients, including the incorporation of natural calcium citrate, thereby reinforcing its position as a beneficial addition to a balanced diet.